E.l.f. Cosmetics teams up with Obsess for e-commerce experience

E.l.f. Cosmetics and e-commerce company Obsess have come together on the launch of the Virtual Luxe Lounge, an immersive digital shopping experience available to e.l.f. Beauty Squad members in the United States and the United Kingdom.

Beauty Squad is the brand’s loyalty program, which now offers members the opportunity to explore a speakeasy-themed 3D environment that will feature new product drops for the holiday season and access to coupons that can be redeemed at checkout. 

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“Our community is at the heart of everything that we do and we’re thrilled to offer our most loyal community a unique and interactive way to shop our most-coveted holy grail products,” said Ekta Chopra, chief digital officer, e.l.f. Beauty. “E.l.f. Beauty Squad members are incredibly important to us, and we’re excited to bring them an exclusive shopping experience that will give them new ways to earn and redeem rewards.”

Members of the loyalty program will be able to access the Virtual Luxe Lounge via mobile browser in the United States and the United Kingdom.

“This is the first time we’re incorporating a loyalty program into a 3D, virtual experience to exclusively offer its most engaged audience a new way to shop,” said Neha Singh, founder and CEO of Obsess. “E.l.f. has cemented itself as an innovative brand leader, and we are thrilled to partner with the company once again, following the success of our previous collaborations to launch virtual shopping experiences.”